LONDON — It owns several of the leading pay-TV platforms in Europe – but Liberty Global says enabling addressable, targeted TV ad opportunities for channels may involve a mix of third-party partnerships.<\/p>\n
“It’s (about) picking the right model for the right market,”\u00a0says Liberty Global MD, advanced ads and data, John Paul in this video interview with Beet.TV.<\/p>\n
“The UK is a very heavily regulated and controlled ad trading environment, so the opportunities that present themselves are very specific. Sky has done a very fantastic job – in this market, we’ve partnered with Sky to deliver addressable advertising,” Paul says.<\/p>\n
“We believe that partnering and accelerating these opportunities is critical. It’s moving so fast, so Cadent for us is a very forward-thinking, almost like a leap frog type of partner.”<\/p>\n
Paul says the US addressable market, currently with up to 75 million homes now addressable, is moving faster than the UK’s due to regulation in the latter market.<\/p>\n